Practical tips for dealing with sensitive subjects in user research
The first time I was confronted with sensitive subjects in user research I was working with the Department for Transport in the discovery phase of a project to improve the Blue Badge service. It was my first user research role and I was conducting a field study engaging with people who’d applied for a Blue Badge either for themselves or on behalf of someone else. I naively thought we’d just be talking about a slightly cumbersome administrative process. In fact, I learned quite quickly that this was an incredibly emotive topic. We were expecting to hear stories about online applications and instead we heard epics fraught with policy and procedural issues.
That’s the first time I understood the meaning of the phrase “you are not your user” and also when I set out to learn how best to approach research around potentially sensitive subjects. Here’s some of the things I’ve put into place since then.
Is this going to make my participant feel upset or angry?
This may seem obvious point but given that we’re (usually) not our users, things we might perceive as innocuous may actually evoke an emotional response in our participants. This was something I learned when conducting usability testing on some changes to the support content on a bank’s website. I had thought this would be pretty straightforward since my experience to date had been participants being occasionally defensive when talking money, but never intensely emotional. However, one participant broke down in tears as they recounted a period of extreme financial difficulty in their life, a stark reminder that research of all sorts taps into very personal experiences.
To test the waters ahead of engaging with participants it can be useful talk to friends and colleagues about the subject to get an idea of how other people might react. Taking a look at the discourse around the topic on social media is another option. Or, you could even run a preliminary study to get a sense of your audience’s feelings on a subject. On that note…
Does this need to be a live conversation?
Talking out loud to another person about sensitive subjects can be particularly triggering. Users might go in to a conversation feeling perfectly fine about what’s being asked of them and have a reaction that even they didn’t expect. Live conversations are a great research tool for many reasons but for some subjects it’s worth considering if another method might be more appropriate. Could you get the insights you need from written responses? Or even an asynchronous interview? This puts the participant more in control and alleviates the pressure that can come of being sat in front of someone asking confronting questions.
Give the participant the choice
If a live conversation is the right way to approach your research, make sure you’re securing informed consent from your participant. That means being really transparent about what you’re going to be talking about. You don’t necessarily need to share each and every question in your discussion guide but do use the learnings from your exploratory conversations on the subject to make sure you’re especially clear with your participant about anything they might find difficult to discuss.
This could extend to the tasks you want them to do as well. In a recent round of usability testing I wanted to see participants taking their blood pressure so we could observe them using the monitor alongside an app on their phone. I knew that their readings might be elevated as they were in an unfamiliar environment, and that this could cause some distress. So I asked them if they were alright with this during the recruitment process. And then again before we commenced the session. And again before we started the task.
It sounds obvious — of course no one is forcing your participant to be there — but it’s natural for people to feel a sense of obligation in these circumstances, particularly when they’re being incentivised for their time. So it’s important to reiterate that they can pause, stop the session or decline to take part in any given task at any time and without repercussions.
Don’t try to be a therapist (or a doctor, in my case)
It’s really difficult when speaking to people about their lives and the challenges they’ve faced, not to want to try and help them in that moment. It’s important to keep boundaries and make sure that you’re not overstepping your role. This is something I’m feeling particularly at the moment whilst working in HealthTech. I’m not a medical professional and — difficult though it is to hear people talk about their health issues and not offer any advice — I have to stick to what’s appropriate for my role!
Instead, it’s a good idea to prepare ahead of time. During the session, simply think about the participant’s comfort first. Do they have a glass of water? Have you got some tissues available? Is there somewhere they can go to compose themselves if needed?
The actions you take after the session are just as important as being prepared beforehand. Where can you signpost your participant for guidance or support in relation to the issues you’re discussing? If it doesn’t feel right to do that during the time you have with your participant, you or your recruiter could follow up post-session to check in and share any resources.
Take care of yourself, too
It seems a little contradictory to my career choice but I’m a real introvert, and I know lots of other researchers are too! Talking to participants, particularly about sensitive themes, can be incredibly draining. Make sure that you’re doing what you need to to take care of your own emotional health after any piece of research, but especially one where you might have been confronted with some difficult conversations. For me, this means debriefing with my team and writing down a summary of the interview so that I can get my thoughts out. Encounters like the ones I’ve mentioned here really do stay with you, and it’s important to give yourself the space to process in whatever way works for you.
